Carreras Tobacco Company - Coupons

Coupons

In 1931, with the coupon war at its height, Carreras made a move which not only registered yet another first for the industry but also rocketed its sales at the expense of its competitors.

Coupons were introduced to small cigarettes and sold under the brand name Clubs. An outstanding piece of marketing, this was a departure from the usual wide range of gifts, offering in their place a limited range of carefully selected, high quality articles covering more personal day-to-day requirements.

The brand was very successful. At one time there were no fewer than 14 factories devoted entirely to the production of clothing to be given in return for coupons for Clubs cigarettes. Sales increased rapidly and again the competition swung into action with at least six other brands of a similar type. Clubs' success even persuaded Gallaher Tobacco to introduce coupons into Park Drive, a move which all through the coupon war they had steadfastly maintained they would never do.

Finally the coupon war careered out of control. Competition was cut-throat. Eventually the companies agreed to end the war in 1933 with the formation of the Tobacco Trade Association, now the UK Tobacco Manufacturers' Association.

To increase sales of the of this once prestigious brand of cigarettes and offer a cheaper price, there was the introduction of the Flip top 20 pack a design submitted by Frederick Willis. Although the package was used by the company no patent was issued for the design and therefore no residuals paid for its ingenious design and use. Today most brands of cigarettes can be purchased in these 20 Flip Top packages.